How can you make something intangible speak with a voice?
Branding can easily be mistaken for simply presenting a logo. While a logo is an important part of a company’s branding, it’s not the purpose of their branding…in fact, it’s just the tip of the iceberg. By glancing at an image, we learn more than we realise. A company’s branding is not only physical but also emotional and talkative.
Here’s some fun…think about the companies you know. How does their branding make you feel and what does it say to you? For example Apple. Their branding is minimal, easy to understand, and well-polished, all of this reflects their products. From their ads to their website, to their actual products…it’s all simple and easy to use. It makes you feel like you’ll have a seamless, and high-quality experience. You don’t need to speak to Tim Cook (CEO of Apple) to know this… because their branding has spoken for them and given their products a voice.
Branding communicates the qualities of a business and creates a certain public perception of that business. So, if you want people to perceive your business as premium and reliable, then your branding should be well polished and consistent as well. This is what Apple’s branding does right. On the other hand, inconsistent, messy, and reckless branding can make it feel as though the company is disorganised and careless. It is crucial for design and branding to be well thought out because it is the voice that speaks to the public on behalf of the brand.
The voice is the “human” aspect of your whole brand. When you meet a person, interact, and find common ground with them, they become memorable. The same goes for a brand. When a brand is using its voice to communicate its purpose, the target audience can begin to develop an emotional connection to the company. This connection can create a community surrounding your brand, a community that relates to the personality of your brand. This community ensures a continually invested customer base that drives you forward.
In the end, your branding is not just how you communicate, it’s what you communicate. A brand with a voice will communicate what you do and who you are within seconds of experiencing it.
